Notably, the study found that outstream formats created a +10% lift in awareness of the ad versus instream and +25% lift compared to the control group, which was significant at the 99% confidence level. Outstream video formats, which place compelling advertising content outside of the traditional video stream, such as within a text article, newsfeed, or slideshow, were also shown to be in the visible area of the screen for 25% longer than instream. Teads has long pioneered outstream video as it ultimately delivers a better user experience and offers publishers and brands a viewable format that drives greater results from video advertising.
A forced exposure methodology was used for the study and the survey flow incorporated dynamic, in-context exposure. Using ad replacement technology and eye square, Millward Brown Digital exposed over 5,000 respondents to a test creative within various outstream and instream platforms, while tracking behavioral, visual, and viewability metrics.
The study found:
- The MRC/IAB two seconds threshold is not sufficient for brand building. It takes time within an ad to build awareness and increase associations. Driving audiences to formats that allow them to create a connection with the content is most effective in overall unaided awareness of the brand. 42% of respondents who viewed outstream video ads were aware of the brand measured in the study vs. only 6% who saw 6 seconds or fewer of the ad.
- Time matters for ROI. Increased time drove increased awareness of the brand and its messaging. In order to influence short-term actions and purchase intent, respondents should be exposed to the ad for a greater duration. 65% of respondents who were exposed to outstream formats were aware of the ad upon video completion vs. 12% who saw 6 seconds of the ad or fewer.
- Outstream video ads are effective over time. The positive relationship between viewing duration and ad effectiveness was greater for outstream formats when compared to instream formats. When looking at ad effectiveness metrics such as ad awareness, brand awareness, and brand favorability, outstream video ads generated a greater lift over time vs. instream.
- Outstream formats drive higher impact. Outstream formats provide a more impactful advertising experience and were more effective across ad awareness, message association, brand favorability, and purchase intent when compared to the control.
"The importance of the user experience with video advertising cannot be ignored," said Bertrand Quesada, CEO, Teads. "This study proves that outstream formats like our inRead are extremely effective and user-friendly video formats that drive a more meaningful advertising experience for consumers, publishers and brands alike. We're excited to continue to pioneer this innovative format within the video advertising industry."
To download the Teads and Millward Brown Digital study, please click here: http://teads.tv/en/millward-brown/
About Teads
Teads, founded in 2011, is the inventor of outstream video advertising and a global monetization platform for publishers. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.
Teads' outstream video advertising solutions encompasses a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.
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